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Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
Strategic Resources for business information: consumer generated media strategy and measurement
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Strategic Resources for business information: consumer generated media strategy and measurement

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29 November 2007 - Seminar …

29 November 2007 - Seminar
La “penultima copia del NYT”: fatti e tendenze dell’informazione online
Towards the last copy of the NYT: trends and facts in on-line information
Risorse Strategiche per l’informazione economico-finanziaria
Strategic Resources for business information: consumer generated media strategy and measurement

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  • Transcript

    • 1. Risorse strategiche per l ‘informazione economico-finanziaria Claudio Foglini Account Manager
    • 2. Factiva – More Than the Sum of Its Parts Partners 010101101000101 0110 10100101 0101 100 000 00001010101011110101001001010101010111010 010 10010 101011 010001010 10011101 000010001010111010100001010101110101001 000 1011110010 0000101001010111 100100100000000 Technology Innovations Knowledge & Experience Customers & Engagements
    • 3.
      • Factiva gives you exclusive access to The Wall Street Journal, Barrons, and continually updated news from global newswires…
      World-Class Content - 300,000,000 articles in a 30 year archive … Encompassing field reports and analysis from 4,500 Dow Jones and Reuters journalists world-wide
      • The best global coverage from local sources …
      … and thousands more!
    • 4. World-Class Content - 400,000,000 articles in a 30 year archive
      • The best business coverage
      • Top trade & industry journals
      … and thousands more!
      • The most timely newswire coverage - 200 continuously updating, more than 500 in total
    • 5. Piattaforma Factiva CUSTOMER Sales Mktg Legal HR Finance Ops IT R&D Info Pro Exec XML Platform Knowledge & Experience Business Rules, Quality/Integrity Standards F a c t i v a Current Awareness Internet DELIVERY Compile Filter Track Search Taxonomy Normalization Extraction Categorization Premium Content SUPPLY SFA CRM Contract Mgmt HR Mgmt Back Office, A/P Supplier Mgmt ERP Enterprise/ Service Mgmt Portal Information Services Portal Email Enterprise Productivity
    • 6.  
    • 7. Agenda
      • Introduzione: stato della blogosfera / copertura stampa “tradizionale”
      • Consumer Generated Media – nuovi strumenti
      • Un’enorme forum (esempio Barclays)
      • Corporate reputation
      • Percezione = realtà
      • Scoprire opportunità e rischi: il caso Dell
      • Stereotipi ed aspettative: GE, Merck
      • Conclusione
    • 8. Stato della blogosfera – Aprile 2007
      • Technorati monitora più di 70 mio di blogs.
      • Ca. 120,000 new weblogs giorno...
      • 1.4 ogni secondo
      • Popolarità blog in crescita contro la stampa tradizionale
      • Giapponese Lingua N° 1 con il 37%
      • Italiano al 3 %
      Technorati
    • 9. Nuovi media interessano i « vecchi »
      • Popolarità blog in crescita nella stampa tradizionale
    • 10. Paese che vai , CGM che trovi
    • 11. Consumatori Azionisti ....pro-sumers Stampa tradizionale Analisti finanaziari Analisti di settore Non-government organisations (NGOs) Gruppi di pressione Governo Sindacati Day 1 Local | Trade | National | Global Milioni di articoli, larga audience Crisi istantanee Nuovi Media
    • 12. Local | Trade | National | Global Milioni di articoli Larga audience Crisi instantanee Day 1 Nuovi strumenti Consumatori Azionisti ....pro-sumers Stampa tradizionale Analisti finanaziari Analisti di settore Non-government organisations (NGOs) Gruppi di pressione Governo Sindacati Blogs | Wikis | Discussion Groups | Web Sites Instant global forum Miliardi di pagine Ciascuno é editore
    • 13. Tempo (quasi) reale
    • 14. Un forum immediato.... ...e spettatori attenti http://youtube.com/watch?v=vRJdQVj4ALY
    • 15. Nessun mercato per il tuo messaggio
      • Se puoi misurarlo puoi gestirlo
      • NON é sempre vero
      • Misurare i CGM é possibile
      • NON é possibile gestire, influenzare univocamente 100 + milioni di individui
      • Si impone un nuovo approccio: partecipare alla conversazione
    • 16. Due esempi
    • 17. Uno come me !
    • 18. Board Report | Visualising Barclays Business landscape Bank One NatWest RBS Wachovia HSBC Lloyds TSB Retail Banking Credit Cards Customer Service Bank Track Commercial Banking Employment Mortgages Branch Openings Advisory ATM Barclays [Note: Chart variables for illustration only]
    • 19. Board Report | Visualizing Barclays Brand landscape [Note: Chart variables for illustration only] Commercial Banking Barclaycard International Retail Barclay Capital UK Banking
    • 20. R……….
    • 21. Cosa stiamo proteggendo?
      • “ It takes 20 years to build a reputation and five minutes to ruin it.”
      • W arren Buffett
      • 1991
      * Nel 1991 non esistevano i CGM “ If you lose dollars for the firm, I will be understanding. If you lose reputation for the firm, I will be ruthless." Warren Buffett, 1991
    • 22. La percezione é realtà ?
    • 23. La percezione é realtà per BP…?
    • 24. BP: pericolo per l’mmagine Diagram taken from www.hbr.org “Reputation and Its Risks” Feb 2007
    • 25. Impostare la misurazione dei CGM
      • Utilizzare valutatore obiettivo e neutro
      • Pensare alla scalabilità
      • Misurare in maniera coerente con strategie ed obiettivi di PR
      • Avere aspettative ragionevoli dall’intelligenza artificiale
      • Avere aspettative ragionevoli dall’intelligenza umana
    • 26. 5 passi preliminari
      • Valutare la propria corporate reputation tra gli stakeholders
      • Valutare la reale (= percepita) “personalità” della società
      • Correggere percezioni dannose alla reputazione
      • Monitorare stereotipi ed aspettative
      • Individuare un senior manager con responsabilità diretta per la Corporate Reputation
    • 27. Misurare la reputazione – Share of Voice
    • 28. Stereotipi ed aspettative
    • 29. GE’s Ecoimagination Leadership
      • Combinare gli attributi di sostenibilità ed innovazione
      • Posizionamento in linea con le altre multinazionali
      • Nell’ambito dei nuovi media, possiamo aspettarci un incremento reputazionale o il rischio di allontanare i nostri azioniosti ?
      Favourability analysis
    • 30. Merck: I pericoli del basso profilo
    • 31. Diagram taken from www.hbr.org “Reputation and Its Risks” Feb 2007 Merck: I pericoli del basso profilo
    • 32. Scoprire opportunità e rischi: il caso Dell
    • 33. Dell | Scoprire opportunità e rischi
    • 34. Dell | Scoprire opportunità e rischi
    • 35. Dell | Scoprire opportunità e rischi
    • 36. Blog intelligence Autorevolezza Autorevolezza Visitatori / Partecipanti Rankings Converation indexes Monitoraggio statistico (temi, lamentele, messaggi) Survey periodici (semi-automatici)
      • Social capital:
      • Favorevolezza
      • Potere referenziale
      • Numero di relazioni
      Approccio a lungo termine Individuazione driver del consumatore Impatto finanziario (costo x click, vendita, lead etc.) Impatto relazionale (quanti visitatori, per quanto tempo, etc.) La mia presenza (della mia società, prodotto, idea) su altri blogs Il mio blog (o corporate blog)
    • 37. Nuovi metodi Press Clippings non sono sufficienti…. É necessaria una media intelligence strategica
    • 38. Reportistica per il senior management [Note: report contents for illustration only]
    • 39.
      • The good news is that, paradoxically, the same technologies causing the problem are providing a solution. New Web-based knowledge tools enable PR pros to work smarter and faster, monitoring and managing the conversation overload in sane and productive ways. The learning curve can be steep, but those who embrace it also discover they are more effective.”
      • PR Week US June 12, 2006
    • 40. Conclusioni
      • Web 2.0= Nasce un nuovo paradigma
      • Web 3.0= Si realizza un nuovo paradigma
      • CGM é un gruppo di NUOVI media NON una minaccia
      • I CGM sono misurabili ma non necessariamente gestibili
      • I CGM influenzano settori trasversali dell’azienda, ma in particolare:
        • Brand
        • Reputazione
      • Le aspettative dei prosumer cambiano nel tempo ( e i prosumer vogliono si sappia)
      • Tecnologia e metodi di misurazione esistono
      • La naturale evoluzione tecnologica dei CGM (cfr. Tagging) renderà il controllo più preciso e utile
    • 41. Information roadmap PARTNERING PARTNERING API Taxonomy Search Categorisation Web Services xml Portal Content Plug & Play Services Information Information management Knowledge solution Alerting Research Integration Individual change Organisational change Insight User Interfaces
    • 42. Factiva Insight | Soluzioni Media Intelligence Benchmark Online Reputation Intelligence

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